Ubisoft activate cheat code: Gamified video game marketing delivers 82% engagement rate

Objective

Ubisoft sought to boost engagement and awareness for multiple game releases across franchises including Tom Clancy's Rainbow Six Extraction, Mario + Rabbids Sparks of Hope, and XDefiant. By leveraging gamification through interactive quizzes, the publisher aimed to create memorable pre-launch and post-launch marketing experiences that would drive player interest and discoverability of new titles.

Solution

Drimify developed a series of personality-matching quiz experiences tailored to each game. For Rainbow Six Extraction, players answered questions to determine their agent profile; for Mario + Rabbids, users matched themselves to game heroes; for XDefiant, players identified which in-game faction suited them best. The games featured multilingual support, leaderboards for competitive engagement, and data collection capabilities to optimize strategy across repeat campaigns.

Results

Ubisoft's gamified marketing campaigns achieved an 82% average engagement rate, with an 87% average engagement for internal communications. A 16 percentage point improvement was documented between the Rainbow Six Extraction and Mario + Rabbids campaigns.